tag:econsultancy.com,2008:/topics/digital-strategy Latest Digital Strategy content from Econsultancy 2016-07-21T11:05:00+01:00 tag:econsultancy.com,2008:Report/4200 2016-07-21T11:05:00+01:00 2016-07-21T11:05:00+01:00 Measurement and Analytics Report 2016 <h2>Overview</h2> <p>Never have marketers, analysts and ecommerce professionals had more data to work with as part of their ongoing efforts to improve business and organisational performance.</p> <p>At the same time, the growing challenge for individuals and organisations alike has been to avoid being overwhelmed by proliferating sources of data and metrics across a burgeoning number of marketing channels and technology platforms.</p> <p>The <strong>Measurement and Analytics Report 2016</strong>, produced by Econsultancy in partnership with analytics consultancy <strong><a href="http://www.lynchpin.com/">Lynchpin</a></strong> for the ninth year running, looks at how organisations are using data strategically and tactically to generate insights and to improve business performance.</p> <p>The research, based on a survey of almost 1,000 digital professionals, also focuses on the important role for data and analytics in supporting their attempts to build a competitive advantage by becoming more customer-centric.</p> <h2>What you'll learn from this research</h2> <ul> <li>Understand how analytics can help to meet financial goals and what the most common growth and profit-related requirements are.</li> <li>Discover how organisations are using data and analytics to build a competitive advantage by becoming more customer-centric.</li> <li>Benchmark the make-up of your analytics or data team and investment plans against those of your peers.</li> <li>Find out where the biggest analytics skills gaps are and what the most common challenges related to deploying tools and technologies organisations face.</li> </ul> <h2>Key findings from the report</h2> <ul> <li>The vast majority (84%) of marketers agree that their understanding of the customer is increasing over time, and 64% say that they are using data-driven customer insights to adapt their marketing strategies and influence business decisions.</li> <li>Despite the increasing importance of data, the proportion of analytics data used to drive decision-making within the organisation dropped by seven percentage points compared to last year's survey.</li> <li>While 77% of marketers believe digital analytics important to their company’s digital transformation, fewer than one in five consider digital reporting to have a ‘very influential’ role in supporting business decisions.</li> </ul> <h2>Features of the report</h2> <p>Based on a survey of almost 1,000 digital business professionals, this report also aims to cut through the noise to understand how companies are using measurement and analytics to boost revenue and profit growth, while also looking at the types of technology and data which are used to meet these ends.</p> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> tag:econsultancy.com,2008:BlogPost/68040 2016-07-19T13:40:00+01:00 2016-07-19T13:40:00+01:00 Five digital strategy tips for mono-brands that wholesale and sell direct to consumer Ben Potter <p>For many businesses, the wholesale route allows the brand to build awareness via retail partners, such as department stores, but at the expense of margin and the ability to form a direct relationship with the end customer.</p> <p>At some stage, the brand will decide the time is nigh to create a direct proposition. However, this presents a number of challenges in the digital marketing space that are often not understood or properly considered from the outset.</p> <p>Having worked with a number of mono-brands over the years, here are a few things we’ve observed and helped them overcome:</p> <h3>1. You must give people a compelling reason to buy direct</h3> <p>By the time a typical mono-brand goes direct, they are likely to have a number of well-known, trusted stockists selling their wares online (normally with much deeper pockets).</p> <p>This means that the mono-brand is, in effect, competing against themselves online, via those stockists. The customer is therefore presented with choice as to where they buy that brand.</p> <p>Last year, we <a href="http://www.leapfrogg.co.uk/froggblog/2015/07/insight-edit-consumers-favour-multi-brand-retailers-over-single-brands/" target="_blank">questioned our consumer panel</a> on this very topic - <strong>89% of respondents stated they favoured buying from multi-brand retailers over single-brand sites.</strong></p> <p>When pressed a little further, of those that preferred buying from single brand sites, 71% stated it was because the brand makes them feel more valued as a customer.</p> <p>Added value is therefore the key to driving conversion on the brand site - the promise that if a customer buys direct, they are buying into more than just the product itself.</p> <p>This is where the brand has an advantage. Getting to <a href="https://econsultancy.com/blog/67526-how-retail-marketers-can-ensure-they-deliver-the-right-customer-experience/" target="_blank">know the customer intimately</a>, what it is they value and then delivering on this is something that a multi-brand retailer, such as John Lewis, <strong>cannot replicate, at scale, for each and every brand they stock. </strong>Some get the specialist treatment but even then the breadth of content is fairly limited.</p> <p>For example, despite Levi’s being a ‘featured brand’ on the John Lewis website, content is limited to a brief overview of the brand, a few images and a men’s fit guide (strangely, in the women’s section with a link that didn’t work at the time of writing).</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7209/Capture.jpg" alt="John Lewis Levi's category page" width="526" height="489"></p> <p><br> Ultimately, as THE brand, you need to be able to answer (and act upon) one, fundamental question;</p> <p><strong><em>‘Why would someone buy from our site as opposed to an established multi-brand retailer?’</em> </strong></p> <p>If you can’t, then you need to go back to the drawing board.</p> <h3>2. Make it your mission to ‘own’ organic search results for brand terms</h3> <p>The remit of an ecommerce manager is to grow the direct channel, which of course yields a number of benefits compared to the wholesale model (control, acquiring data, building a relationship with the end customer and so on).</p> <p>Search will be a key part of the strategy. <strong>Occupying as much of the search ‘real estate’ for brand terms, as possible, should be the aim.</strong></p> <p>To what extent you can do so will ultimately depend on how many retailers stock your products and how sophisticated their natural search strategies are. The more stockists you have, the more competitive the search results are likely to be for brand terms.</p> <p>Utilising site links, <a href="https://econsultancy.com/blog/64778-what-is-schema-markup-and-why-should-you-be-using-it/">schema mark-up</a>, My Business pages, reviews, social media profiles and optimising rich-media assets, such as images and video, are just some of the means by which you can occupy a greater share of the search results for brand terms, at the expense of stockists, as highlighted by Sony below:</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7211/Capture3.png" alt="Sony Google search result" width="532" height="597"></p> <p><br> Please note, there is often a balancing act between aggressively growing the direct channel and keeping stockists on side. Stealing share from stockists is inevitable so needs to be carefully managed.</p> <h3>3. You will almost certainly have to pay for brand PPC traffic</h3> <p>Assuming stockists are present in paid search and bidding on your brand name, you will have to do likewise. There are a million and one articles debating the pros and cons of bidding on your own brand terms so I won’t repeat those arguments.</p> <p>Instead, a slightly different take on the issue, born out of a recent client conversation. Despite the presence of some fairly small but aggressive stockists, the client in question was determined not to bid on their brand terms, due to two questionable assumptions.</p> <p>Firstly, they felt that searchers would, by default, seek out their organic listing. Some no doubt will.</p> <p>However, we demonstrated that other searchers were distracted by a compelling ad from one of their stockists and therefore didn’t even think about scrolling down to find the brands organic listing. Opportunity lost.</p> <p>Secondly, they assumed that if somebody searched for their brand, then that searcher would go onto purchase one of their products (whether direct or via a stockist). However, with some qualitative insight, this was proven not always to be the case.</p> <p>The presence of a multi-brand retailer meant that some were distracted by the greater choice on offer, going onto buy a different brand altogether. Again, opportunity lost.</p> <p><strong>By being present in the paid listings, ideally by being as aggressive as you can to own the number one position, you give yourself the greatest chance of getting the click.</strong></p> <p>This is especially important on mobile where it is common for only ads to appear ‘above the fold’.</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7210/capture2.png" alt="Search results on mobile" width="330" height="583"><br> </p> <p>Therefore, paid search is increasingly the only way in which you can guarantee a presence on the devices searchers are most likely to be using and where they are most likely to click. Don’t leave money on the table.</p> <h3>4. Getting the price right is more important than ever</h3> <p>We worked with a brand where you could consistently purchase many of their products from a well-known high street retailer for 30% less than the price on the brand site. But we were tasked with significantly growing direct revenue. Errr…</p> <p>Consumers are savvier than ever. <strong>With the prominence of Google Shopping listings, price information is thrust upon eager searchers without them even having to click.</strong></p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/0007/7212/Capture4.png" alt="Nike Internationalist shopping results" width="481" height="231"><br> <br>Whilst some consumers will of course buy from the brand site and be loyal in doing so again in the future, others won’t give two hoots where they purchase. In fact, if I can buy your product at the same time as all the other stuff on my John Lewis ‘wish list’, all the better.</p> <p>Whilst you cannot dictate the prices your stockists choose to sell at, you need to be aware of their pricing strategy and be agile enough to react should you choose to, particularly during sale periods.</p> <p>It was put to me by a brand in the past that “our stockists can have those ‘sale only’ customers”. Fair enough but I’d always prefer to acquire any customer direct, sale only or not, and nurture the relationship.</p> <p>This brings to light an interesting point regarding loyalty. It should not be measured only in monetary terms. We have discovered that some of our clients’ most loyal customers are not necessarily those that spend the most money.</p> <p>Perhaps these customers can only afford to shop with the brand once or twice a year. However, they are the ones that shout the most about their purchase, something that is often not measured or harnessed.</p> <p>You therefore need to look beyond financial data and models, such as <a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix/" target="_blank">RFM</a> when it comes to understanding loyalty.</p> <h3>5. Make sure your direct and wholesale teams are talking to one another</h3> <p>I spoke to a premium menswear brand last year looking to grow their direct channel. ‘Super!’ I thought, we can help. However, as we dug a little deeper, we soon realised it was going to be a huge challenge.</p> <p>We discovered that the wholesale team had some pretty aggressive targets of their own, meaning they were selling into an ever-increasing number of retailers. Worse still, many of these retailers were at the lower end of the market, damaging brand perception.</p> <p>The direct team also had some rather juicy numbers to hit for the next financial year. But nobody internally had joined the dots, namely that the direct team would find themselves gradually hamstrung by increased competition in search as stockists optimised their sites and bid on brand terms.</p> <p>This highlights how <strong>the wholesale and direct strategy have to be working in unison.</strong></p> <p>Growing both channels simultaneously is possible but requires careful planning, great communication and an understanding of how the two will play out online, especially in search. </p><p><strong>Have you worked with or for a mono-brand? What challenges did you experience? Please feel free to share below.</strong></p> tag:econsultancy.com,2008:BlogPost/68075 2016-07-14T15:17:07+01:00 2016-07-14T15:17:07+01:00 Who will win the live-streaming battle: Facebook Live or Periscope? Blake Cahill <p>With an injection of social along with the time-sensitive nature of breaking broadcast, live-streaming is simply an age-old device repurposed for the present times. </p> <h3><strong>What does it mean for all of us?</strong></h3> <p>As traditional social channels are coming close to saturation, tech companies need to build new channels to invigorate their consumers.</p> <p>For brand marketers, this offers a tremendous opportunity to access tech-native early-adopter millennials and post-millennials – the customers of today and tomorrow.</p> <p>Most of whom have foregone broadcast, print, and 1.0 social networks for next-gen platforms.</p> <p>When it comes to advertising value, according to <a href="http://totalaccess.emarketer.com/Article.aspx?R=1014105&amp;dsNav=Ro:-1,N:789,Nr:NOT(Type%3aComparative+Estimate)">eMarketer</a>, digital video advertising spending grew 46% to $7.7bn in the US last year alone.</p> <p>Meaning marketers are increasingly betting on the success of these live platforms. </p> <h3><strong>#SendMeToSleep – the world’s most sleep-inducing social campaign</strong></h3> <p>A good example is the <a href="http://www.philips.co.uk/healthcare/resources/landing/world-sleep-day">#SendMeToSleep</a> social media campaign we rolled out in time for the World Sleep Day.</p> <p>As part of this campaign – during which we actively tried to create content so boring it was capable of sending our audiences straight to sleep – Philips broadcasted what Twitter tells us is the world’s longest Periscope stream.</p> <p><iframe src="https://www.youtube.com/embed/ZzOFWhtxEUw?wmode=transparent" width="560" height="315"></iframe></p> <p>For 41 hours straight, we showed splashes of paint being added to a canvas.</p> <p>And because the whole campaign was engaging and worked as a holistic experience, more than 6,000 people tuned in to watch paint dry.</p> <p>Besides being strangely soothing and entertaining, the campaign has achieved significant commercial success which should be the cornerstone of any good marketing strategy.</p> <h3><strong>Periscope &amp; Facebook Live: A modern day David &amp; Goliath?</strong></h3> <p>At first glance, it might look like Facebook is the obvious winner – it has the size, money, user base and brand trust as a popular advertising platform.</p> <p>Despite all this, however, I wouldn’t count out Twitter just yet.</p> <h4>Four reasons for choosing Facebook Live:</h4> <ol> <li> <strong>Audience:</strong> Facebook has a user base of 1.2bn people.</li> <li> <strong>Brand presence:</strong> Live broadcast can bring life back to Facebook brand pages that have been lagging behind Instagram and Twitter in terms of engagement.</li> <li> <strong>Spending power:</strong> Facebook has been on a spending spree signing over 140 contracts worth more than $50m with the likes of CNN, the New York Times and BuzzFeed.</li> <li> <strong>Pioneers:</strong> Airbnb and Disney teamed up for the Jungle Book premiere, Chevrolet used it to launch its new electric car, and Patron taught viewers how to master the perfect drink. </li> </ol> <h4>Four reasons for choosing Periscope:</h4> <ol> <li> <strong>The “cool” factor:</strong> Twitter’s <a href="http://www.bloomberg.com/gadfly/articles/2016-02-12/social-studies-comparing-twitter-with-facebook-in-charts">user base</a> skew younger, more diverse, wealthier, more educated and more likely to live in urban areas. This will drive usage as the two platforms integrate.</li> <li> <strong>Additional features:</strong> The native app offers a dedicated space with broadcast tabs, account tracking and sketch &amp; reaction options that just make it a bit more fun and user-oriented.</li> <li> <strong>Content:</strong> Periscope recently secured partnerships with <a href="https://gopro.com/help/articles/Block/Periscope-Live-Streaming-with-your-GoPro">GoPro</a> and <a href="http://uk.businessinsider.com/twitter-to-stream-nfl-thursday-night-games-2016-4">Thursday Night Football</a> (NFL) to ensure a lineup of engaging content.</li> <li> <strong>Innovation:</strong> Periscope just recently announced a series of new functions such as drone feed integration, search functions, and auto-save through app and Twitter comments.</li> </ol> <h3><strong>What are the downsides? </strong></h3> <p>Live on camera, some products, and even some people, may not work well.</p> <p>It’s difficult to be smartly scripted while still coming across as authentic, and a constant stream of comments from viewers can be hard to manage and moderate.</p> <p>It’s also important that you own what you’re streaming. No brand wants to end up tied in legal battles because they streamed content where ownership and rights haven’t been made clear.</p> <p>As with all new tools, it’s not easy to measure a return on investment. How you measure success – do you look at viewer numbers or drop-offs, likes or the comments?</p> <p>Lastly, live-streaming without a clear strategy and a clear focus on quality and relevance will ultimately disappoint the audience.</p> <h3><strong>Who is the winner?  </strong></h3> <p>At this point, it’s still too early to call.</p> <p>However, the competition is heating up, with YouTube and Tumblr unveiling their competitive offering along with lesser known players such as Live.ly, Livestream, and Hang all releasing their own live broadcast services.   </p> <p>If you’ve already placed your bets then make sure your content fits with the medium and you’re totally clear on ownership, quality, and measurement.</p> <p>Everything after that is just a stream away. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push/"><em>What marketers need to know about Facebook's livestreaming push</em></a></li> <li><a href="https://econsultancy.com/blog/67712-seven-helpful-tips-for-livestreaming-success/"><em>Seven helpful tips for livestreaming success</em></a></li> <li><a href="https://econsultancy.com/blog/67967-six-things-we-learned-from-using-periscope-to-live-stream-from-fodm16/"><em>Six things we learned from using Periscope to live stream from #FODM16</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68048 2016-07-13T14:39:00+01:00 2016-07-13T14:39:00+01:00 Personal data and privacy in the digital healthcare age Lori Goldberg <p>In the past I’ve used NikeID, which communicates with a chip inside my sneakers to track my run data.</p> <p>Confession: I once attended a digital media conference and entered a contest to log the most steps on the conference floor. I tied my step-counting device to my ceiling fan and let it go all night.</p> <p>For some, there is concern that personal health data can be hacked, stolen, or exploited for marketing purposes without consent.  </p> <p>For those of us in the digital advertising sector, we have a responsibility to be clear about where our data comes from, consumer protection laws, as well as the benefits of advancing our health through data collection.</p> <p>Given this, below is a brief summary of how personal body data is being collected, protected, and used in the digital advertising sector today.</p> <h3>Current state of digital privacy</h3> <p>In terms of digital marketing, <a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/">healthcare and pharmaceutical sectors</a> have long worked under state and federal laws to protect sensitive personal health information.</p> <p>For example, <a href="https://econsultancy.com/blog/67498-digital-media-vs-hipaa-violations-risking-your-reputation-in-healthcare/">HIPAA, the Health Insurance Portability and Accountability Act</a>, works to protect confidentiality of patients and control the flow and purpose of information used by insurers.</p> <p>Additional laws are in place that govern how and when healthcare providers can contact patients for the purpose of selling new drugs and treatments.</p> <p>These laws typically boil down to intent: is the marketer protecting the public from health risk, or are they trying to make money?</p> <p><img src="https://assets.econsultancy.com/images/0007/7028/fitbit.jpg" alt="" width="700" height="466"></p> <p>If there is a health risk to an identified class of patients, their personal information is more likely to be accessed.</p> <p>Additionally, Google and the Federal Drug Administration protect consumers with a thorough legal-medical review (LMR) process of each ad campaign.</p> <p>The privacy of your personal health information generated by apps and websites (also known as Patient Generated Data) is largely protected by HIPAA if the data is tied to a personal identifier, such as a user account associate.</p> <p>However, it is important to note that apps are developed around the world and enforcement of HIPAA policy is difficult unless complaints are filed.</p> <p>In fact, eHealth presents a new challenge for HIPAA. In 2015, the Office of the National Coordinator for Health Information Technology (ONC) and HIPAA began a two-year project to understand the sector and draft new policy on this matter.</p> <p>Until then, consumers should not quickly assume that app developers – particularly those outside the U.S. – are storing secure, HIPAA-compliant data.</p> <h3>Wearable tech</h3> <p>With the recent introduction of wearable technology and smartphone apps accessing our bodies, our personal body data is being trusted to technology companies and app developers who operate largely based on their own privacy terms and conditions.</p> <p>Companies such as Apple have vigorously protected consumer data, however many app providers are relatively anonymous to the general public.</p> <p>They are vulnerable to data breaches, hacks, and their own marketing principles.</p> <p>Apple’s HealthKit and Health apps collect health and fitness data including heart rate, calories burned, cholesterol, and blood sugar.</p> <p><img src="https://assets.econsultancy.com/images/0007/7029/fitbit_2.jpg" alt="" width="700" height="500"></p> <p>They also can connect with healthcare providers to share lab results, medications, and more. The insight provided makes a doctor more informed about the holistic status of one's health; however fears of data security persist.</p> <p>Many of the free apps available for download will earn revenue by selling your data, which could be associated with your account or user name identifier.</p> <p>According to the <a href="http://blogs.wsj.com/digits/2014/09/09/as-apple-moves-into-health-apps-what-happens-to-privacy/">Wall Street Journal</a>, “many of the roughly 40,000 health apps and wearable devices on the market today make money by selling user data to marketers and other companies.”</p> <h3>Epidemiological data</h3> <p>Epidemiological data is patient-anonymous data that allows the medical community as well as marketers to better track disease outbreak, rises in specific types of illnesses, and more.</p> <p>For example, <a href="http://thomsonreuters.com/en/products-services/pharma-life-sciences/pharma-business-development/incidence-and-prevalence-database.html">the Incidence &amp; Prevalence Database</a> covers over 4,500 diseases, procedures, symptoms and other health issues for incidence, prevalence, morbidity, mortality, comorbidity, treated or diagnosed rates, cost and much more.</p> <p>Forecasting tools such as this allow pharmaceutical advertisers to concentrate efforts in predicting illness patterns and making treatments marketed and available at the right time and place.</p> <h3>Personal genomics</h3> <p>Personal genomics through DNA sequencing provides your body’s genetic information for use in predictive forms of medicine.</p> <p>This could reveal genetic links to cancer, inherited predisposition to disease such as Alzheimer’s, or even help a doctor determine which medications will be most effective in treating your illness.</p> <p>DNA sequencing is available from popular online companies such as 23andMe, sequencing.com, and deCODE.me.</p> <p>Laws have been enacted in some U.S. states and by the federal government, such as the <a href="https://en.wikipedia.org/wiki/Genetic_Information_Nondiscrimination_Act">Genetic Information Nondiscrimination Act</a> (GINA) to protect citizens from being discriminated against based on their genetic profile.</p> <p>This information, if attained by an insurer or employer, may identify the person as a health risk or insurance risk.</p> <p>In summary, respected companies such as Apple will fight to keep personal health info safe, but the far reaches of its App Store reveal thousands of anonymous tech companies that are vulnerable to data breach and are perhaps willing to sell your information for profit in exchange for free apps.</p> <p>Google and the FDA work to regulate advertising claims among pharmaceutical companies and healthcare providers who partner with agencies schooled in LMR best practices.</p> <p>The upside of this data is in predictive medicine and personal insight into your health and fitness, which is a huge benefit for many people.</p> <p><em><strong>July is Data Month here at Econsultancy, so be sure to check out <a href="https://hello.econsultancy.com/datamonth/?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog">our latest reports and blog posts</a>.</strong></em></p> tag:econsultancy.com,2008:Report/4189 2016-07-13T10:25:00+01:00 2016-07-13T10:25:00+01:00 Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity <p>The <strong>Taking Advantage of the Mobile Opportunity</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, examines the extent to which marketers have embraced mobile marketing, and how organisations are approaching and implementing mobile strategies.</p> <p>The <strong>third annual iteration</strong> of our mobile research – part of the Digital Intelligence Briefing <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">series</a> that Econsultancy publishes in partnership with Adobe – revealed that <strong>marketers recognise both the outsized role of mobile and the challenge of providing a great experience</strong> when there is no margin for error.</p> <p>More than 4,000 marketers and digital professionals took part in this year’s survey, giving us a great glimpse into how organisations are approaching and implementing mobile strategies across all channels.</p> <h2>Findings include:</h2> <ul> <li>The proportion of organisations describing themselves as ‘mobile-first’ has more than doubled in the last two years, with those based in North America leading the way.</li> <li>Companies are continuing to invest in their mobile capabilities, with 60% increasing their 2016 spending and only a tiny fraction moving away from their mobile investments.</li> <li>The average proportion of ecommerce revenues being transacted on mobile devices has increased by 75% since 2014, reaching 28% this year.</li> <li>Nearly three in five (57%) organisations are aware of the different technologies available to support their mobile strategies.</li> <li>Mobile is considered to be extremely important for customer experience - exceeding the importance of the desktop site.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. You can access the other reports in this series <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68043 2016-07-11T14:24:49+01:00 2016-07-11T14:24:49+01:00 Will click & collect be killed off by same-day delivery? Patricio Robles <p>According to a new study based on survey data of nearly 12,000 online buyers in the US and Canada conducted by Bizrate Insights, which is owned by Connexity, nearly a third (31%) of online shoppers have taken advantage of click and collect in the past year.</p> <p>But just 13% indicated that they'd have abandoned a purchase because an item wasn't available to retrieve in-store.</p> <p>Furthermore, the most common motivations for using click and collect suggest that the value proposition could become less and less compelling in the near future.</p> <p>According to Bizrate Insights' data, over half (55%) of shoppers who use click and collect do so to avoid shipping charges.</p> <p>Another 43% and 36% used it for convenience and because they needed the items quickly, respectively.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6819/bizratesclickandcollect-blog-flyer.png" alt="" width="470" height="380"></p> <p>Let's address each of these...</p> <p><strong>1. Free shipping.</strong> </p> <p>Free shipping isn't ubiquitous but it is quite common and, thanks to Amazon Prime and Walmart's new ShippingPass service, millions of consumers have access to free two-day shipping through retailers that offer hundreds of millions of products for sale and are usually price competitive.</p> <p><strong>2. Convenience.</strong></p> <p>Is traveling to a store to collect an order convenient? Some consumers probably believe so.</p> <p>But thanks again to Amazon Prime, <a href="http://fortune.com/2016/06/29/walmart-amazon-prime/">Walmart ShippingPass</a>, ShopRunner and the like, it's arguably getting harder and harder for click and collect to claim a significant convenience advantage.</p> <p>This is especially true in cases where retailers have poor or inconsistent click and collect experiences.</p> <p><strong>3. Speed.</strong> </p> <p>Click and collect is still attractive for scenarios in which a customer needs a product <em>now</em>, but even here, online retailers are closing the gap.</p> <p>For example, Amazon Prime offers free same-day shipping on more than 1m products in 27 metro areas and, through Prime Now, free two-hour shipping on more than 10,000 products in two dozen markets.</p> <p>As Amazon and others build infastructure to faciliate super-speedy fulfillment, click and collect's speed advantage could be eliminated completely in some cases.</p> <h3>So...</h3> <p>Bizrate Insights did find that 29% of click and collect purchasers used click and collect to ensure that items they wanted were available in-store when they arrived.</p> <p>But there's an argument that this segment really represents customers who planned to make a purchase at a brick and mortar location and used the web to reserve inventory. </p> <p>While that might support the omni-channel vision, as more and more retail transactions move online, this segment of click and collect buyers could very well shrink.</p> <p>Ultimately, physical stores will only be viable so long as they're profitable, and the data seems to suggest that retailers operating them shouldn't count on click and collect to drive those profits over the long term.</p> tag:econsultancy.com,2008:BlogPost/68014 2016-07-05T14:47:00+01:00 2016-07-05T14:47:00+01:00 How charities can win at the Zero Moment of Truth Alasdair Graham <p>Prior to the internet and mobile being such prevalent and omnipotent forces in everyday life, the donor journey looked a lot like the diagram below.</p> <p>Charities' marketing efforts were focused heavily on influencing the “first moment of truth”, the key donation interaction. </p> <h3>The 'classic' three-step mental model</h3> <p><img src="https://assets.econsultancy.com/images/0007/6600/original_mental_model.jpg" alt="Classic 3 step mental model" width="635" height="243"></p> <p>However the donor journey has now changed significantly, largely due to the fact that over three quarters of UK adults now own a smartphone.</p> <p>This connectivity coupled with the shift in donors' expectations in terms of receiving a return from their donation (whether altruistic or otherwise) has given rise to a new mental model and donor journey.</p> <h3> <strong>The new mental model: Zero moment of truth</strong> </h3> <p> <strong><img src="https://assets.econsultancy.com/images/0007/6601/ZMOT_mental_model.jpg" alt="Zero moment of truth for charities" width="682" height="305"></strong></p> <p>The ‘Zero moment of truth’ mental model takes into account today's landscape of highly connected and diligent donors whose donation journeys span multiple marketing channels, devices and timespans.</p> <p>Utilising the Proctor &amp; Gamble and Google '<a href="https://www.thinkwithgoogle.com/collections/zero-moment-truth.html">Zero Moment of Truth</a>' or ‘ZMOT’ model shown above, alongside our own qualitative research into 25 of the UK's top charities, this article aims to highlight pitfalls and opportunities for charities in digital with a specific focus on the defining ZMOT.</p> <h3>Zero Moment of Truth: ‘ZMOT’</h3> <p>The zero moment of truth is:</p> <ul> <li>A commuter reading the news on his iPhone while travelling to work, seeing the need for aid due to a natural disaster and doing a Google search on his phone for how he can help/donate. </li> <li>The managing director of a local business monitoring regional social media on her mobile for an opportunity to give back to the community through a charitable donation.</li> <li>A young office worker on her lunch break with a family member affected by an illness researching which charity will make the most of her donation from her desktop computer.</li> </ul> <p>The ZMOT is a moment that has never been more prevalent and is ultimately where donations are won or lost.</p> <p>Communicating effectively in this moment can also be the difference between a one-off donation of £5 or a standing monthly donation of £10.</p> <blockquote> <p>84% of people said that ZMOT shapes their decisions. It’s now just as important as stimulus and the first moment of truth in moving consumers from ‘undecided’ to ‘decided’ in terms of who they choose to donate to, how much and with what regularity.</p> </blockquote> <p>During the zero moment of truth or ‘research/choosing’ phase it is essential to put your best foot forward and ensure your charity is front and centre in users' searches and conversations where possible.</p> <p>As an example, a young man has been incited to donate to a cancer charity due to a recent personal scare.</p> <p>He performs a Google search on his phone for “cancer charities” which returns three prominent AdWords results for Macmillan, Cancer Research UK and Alder Hey.</p> <p><em>Google mobile search for "cancer charities"</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6602/cancer_charities_google_mobile-blog-flyer.jpg" alt="Google search for cancer charities" width="470" height="508"></p> <p>However, a quick review of the sites' homepages raised more questions than were answered, so later a second Google search is undertaken at home on a laptop computer for “where does the money I donate to cancer research go”.</p> <p><em>Google desktop search</em> </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6603/2016-06-22_17_02_49-where_does_the_money_i_donate_to_cancer_research_go_-_google_search-blog-flyer.png" alt="where does the money I donate to cancer research go" width="470" height="596"></p> <p>Despite the fully populated <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC ads</a> in the returned search results, not one of them answers the query, with the majority just dumping the user on a ‘donate’ page with no further information.</p> <p>Worse still, the top result from Cancer Research UK directs the user to a broken page – not good!</p> <p><em>Cancer research UK paid search landing page for Google query “where does the money I donate to cancer research go”</em></p> <p><img src="https://assets.econsultancy.com/images/0007/6606/cancer_research_broken_site_screenshot.png" alt="Broken landing page cancer research" width="662" height="174"></p> <p>This presents a significant opportunity to improve visibility and relevance in paid search, particularly for Cancer Research UK in this instance.  </p> <p>Thankfully the organic listings, which are dominated by Cancer Research UK, are more useful.</p> <p>They provide a clear answer – “80p of every £1 given is used to beat cancer” and that “thanks to donations Cancer Research UK have doubled cancer survival rates.”</p> <p>Provided a user heads straight into organic results then Cancer Research UK could consider the ‘Zero Moment of Truth’ won. However it's likely, particularly on mobile, that a paid result will be clicked.</p> <h4>What about the competition?</h4> <p>This particular search engine results page also raises the question “where are the other cancer research charities in the organic results?”</p> <p>In addition to the search example shown above, it is imperative to consider what questions your potential donors may be asking in the zero moment of truth and where they are asking them.  </p> <p>From here it’s important to be where your donors are and to address their queries across organic and paid search, social media, their emails and on news sites and blogs.</p> <p>Additionally, there is significant value in personalising messaging based on who’s reading your ‘ZMOT’ content.  </p> <p>This is obviously far easier on channels such as Facebook or Twitter, however there are opportunities to tailor messaging in search using geotargeting or <a href="https://support.google.com/adwords/answer/2701222?hl=en-GB">Remarketing Lists for Search Ads</a> or strategically targeting content to local news sites and blogs.</p> <h3>First Moment of Truth: ‘FMOT’</h3> <p>The first moment of truth is:</p> <ul> <li>A donor visiting your website and making a standing monthly donation of £15.</li> <li>The friend of someone doing a charity 10k run that has posted a link to their JustGiving page on their Facebook feed and been inspired to give to the cause through the JustGiving platform.</li> <li>Someone that follows your charity on Twitter and appreciates the work being undertaken, then passes by a charity box on their lunch break and gives a cash donation.</li> </ul> <p>Given the prevalence of mobile devices and trust in online financial transactions over the past decade it may be a surprise to find that the vast majority of donations are still made offline.</p> <p>According to a 2015 study from Barclays, <a href="https://www.barclayscorporate.com/content/dam/corppublic/corporate/Documents/research/the-future-of-charitable-donations.pdf">79% of donations</a> are still being made offline with ‘direct cheque’ and ‘direct cash’ donations leading the charge.</p> <p><em>Online vs. offline donations</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6609/online_vs_offline_donations_pie-blog-flyer.jpg" alt="Online vs offline charitable donations" width="367" height="358"></p> <p>This currently makes the first moment of truth more often than not a donation box, phonecall or personal interaction rather than a website or app.</p> <p>A situation that is potentially made worse by the fact that one in five charities don’t currently facilitate online donations on their own sites.</p> <p>However, this is set to change as younger donors tend to have a strong preference for donating online.  </p> <p>The Barclays study indicates that 72% of charities expect an increase in donations stemming from social media activity and 87% of charities agree that they’ll receive significantly more donations directly via their website in the near future.</p> <p>While the majority of the 25 charities we surveyed have made a strong effort to facilitate online donations, there are still significant opportunities for improvement across the board to improve conversions and total donations.</p> <p>None of the charities we surveyed were employing customisation measures to improve site user experience and donations. </p> <p>Provided data can be collected from existing and new donors such as their location, demographic or past donations, site content can be customised to improve conversions and maximise the value of a donor.</p> <p>As an example, first moment of truth donor experience customisation could take the form of:</p> <ul> <li>Tailoring site content based on user data, for example personalising content based on location to indicate where your charity has helped in the donor's region.</li> <li>Tailoring suggested donations based on user data such as location, or past donations.</li> </ul> <p>This engagement, customisation and initial contact is particularly important for young, first-time donors, because gaining affinity among them will be critical to future donations as they grow older and more affluent.</p> <p>Additionally, making an effort to attract online donations can significantly improve the addition of Gift Aid as the process is far easier compared to offline.</p> <h3>Second Moment of Truth: ‘SMOT’</h3> <p>The second moment of truth is:</p> <ul> <li>A donor receiving a welcome email giving thanks and indicating where their donations may be getting spent.</li> <li>A donor completing a donation online and being shown a ‘thank you’ page that allows them to quickly share where they donated and how it's going to help.</li> </ul> <p>One item often not considered with charitable donations is the second moment of truth – the user's ‘experience’ of the donation and how this moment can be used to influence other potential donors in their zero moment of truth.</p> <p>While 100% of the 25 major charities we surveyed sent a follow-up ‘thank you’ email, 44% of those emails were not personalised to any significant degree (only names were ‘personalised’).</p> <p>Additionally, there were only limited opportunities to share your donation and information about the charity's work, which again has the potential to become another donor's ZMOT, creating a positive feedback loop from user-generated content and conversation.</p> <h3>Key Takeaways</h3> <h4>1. Online donations set to increase</h4> <p>While online isn’t a major player at the moment in terms of volume it is almost guaranteed to become the primary means of donation in the coming years as younger, digital native donors begin to gain affluence.  </p> <p>This is backed up by the fact 71% of charities are seeing ongoing increases in online donations.</p> <p>The benefits of online donations reach much further than convenience and capturing the ‘next generation’ of donors, as online donations significantly increase the likelihood of Gift Aid additions and also present opportunities to engage donors in an on-going relationship through targeted online communications.</p> <p>Furthermore, the charities that invest in and get digital correct early on are likely to be the key players in the coming years.</p> <h4>2. Provide relevant information to user queries</h4> <p>Pay close attention to how your donors are behaving in the zero moment of truth.  </p> <p>In the example given earlier, a search for “where does the money I donate to cancer research go” yielded a paid result that led nowhere.  </p> <p>Capitalising on opportunities and queries such as this with targeted information can significantly increase the chances of donation.  </p> <p>A valuable exercise here may be to ask the questions “what would incite me to donate to a particular charity over another” and “what questions would I be asking to validate my choice of charity and where would I be asking them”.</p> <h4>3. Use social to influence the ZMOT</h4> <p>Take every opportunity to facilitate the positive feedback loop between a donor’s second moment of truth and their creation of a new donor's zero moment of truth.  </p> <p>For example, creating opportunities to share details of your donation and its impact on the donation complete page.  </p> <p>Potentially pre-populate a share that is customised to the donation amount, for example “I just paid for a month's worth of clean water for a child in Tanzania – You can make a difference too...”</p> <p>This circumvents any friction around “what to share” or “what to say” with social shares.</p> <p>Furthermore, taking the opportunity to give sincere thanks and show how each donation is being used can pay significant dividends in terms of creating brand affinity and promoting sharing and discussion around your charity.</p> <p>Again, this creates a positive feedback loop into the zero moment of truth.</p> <h4>4. Personalise experiences wherever possible</h4> <p>Personalisation across all points inclusive of stimulus, zero moment, first moment and second moment of truth is a cost effective way to improve conversion rates and can also influence donation amount and frequency.</p> tag:econsultancy.com,2008:Report/4175 2016-06-30T09:28:00+01:00 2016-06-30T09:28:00+01:00 The Convergence of Marketing and Sales <p>The Convergence of Marketing and Sales report provides a framework to assist a manager's journey in deciding whether or not to converge marketing and sales. Designed to be a companion and thought-provoker, the guide is written in two parts.</p> <h2>What's in the report?</h2> <p><strong>Part 1</strong> sets the scene, framing marketing and sales in different ways - from the path to purchase in the mind of the customer, to the marketing and sales process in the mind of the vendor, and the changing role of marketing and sales in a digitally networked world.</p> <p><strong>Part 2</strong> outlines our framework, split into the following key steps:</p> <p><strong>Strategy development</strong></p> <p><strong>Diagnosis</strong> - the research and obstacle definition that needs to precede all strategy development. We consider four key topics:</p> <ul> <li> <strong>Process design. </strong>Diagnosis focused on current processes used by marketing and sales and how they differ from the ideal.</li> <li> <strong>Content management. </strong>Diagnosis focused on current content used by marketing and sales and how they differ from ideal.</li> <li> <strong>Competitor analysis.</strong> Analysis of how to gain competitive advantage.</li> <li> <strong>Measurement planning. </strong>What measurements do we need to put in place to indicate if our strategy is working and do we need to refine and optimise the actions we are taking?</li> </ul> <p><strong>Insights and action - </strong>what insights have come from the above diagnoses and how can we convert these insights into coherent actions to overcome obstacles and achieve our strategic goal? (We identify Key Actions at the end of each topic.)</p> <p><strong>Strategy deployment</strong></p> <p><strong>Team organisation. </strong>How, when we roll out this convergence strategy for marketing and sales, do we take two teams with different cultures and different ways of working and turn them into a single team?</p> <p>Written by experienced consultant Dr Mike Baxter, who has led consultant teams on many of Econsultancy's digital transformation projects, the report aims to identify best practice approaches and techniques. The report also includes real-life examples illustrating how marketing and sales have a pivotal role in digital transformation.</p> <h2>How can we help?</h2> <p>Our <a href="https://econsultancy.com/training/digital-transformation/">Digital Transformation</a> team regularly supports leading organisations to drive forward organisational change. Our Digital Maturity Audit is often the first step in this journey, providing you with a clear framework to:</p> <ul> <li>Understand critical capability gaps.</li> <li>Prioritise key projects and areas for development.</li> <li>Validate business cases for investment.</li> </ul> <p>If you want to find out more about the Digital Maturity Audit and how we can help, please don't hesitate to get in touch by emailing <strong>transformation@econsultancy.com</strong> or calling us on +44 (0)20 3199 8475.</p> <p><iframe src="https://www.youtube.com/embed/Pi15K7YytWo?wmode=transparent" width="560" height="315"></iframe></p> <p>video by <a href="http://www.londonvideostories.com/" target="_blank">LondonVideoStories</a></p> tag:econsultancy.com,2008:BlogPost/67996 2016-06-29T14:36:00+01:00 2016-06-29T14:36:00+01:00 What travel & tourism marketers can learn from Discover LA Edwyn Raine <p dir="ltr">The quality of keynote speakers and workshops was fantastic, but one in particular held my attention — Don Skeoch from LA Insights.</p> <p dir="ltr">There’s a lot that we can learn from our cross-Pacific neighbours.</p> <h3 dir="ltr">Don from LA </h3> <p dir="ltr">Don Skeoch is the CMO of <a href="http://www.discoverlosangeles.com/">Discover Los Angeles</a> - LA’s tourism and convention board.</p> <p dir="ltr">Overseeing the marketing for one of the most visited cities in the world would undoubtedly be a tough gig, and he detailed some of the challenges he and his team have faced while promoting LA as a tourism destination.</p> <p dir="ltr">More specifically, he expanded on the highly successful 'Get Lost in LA' campaign that they executed at the beginning of the year.</p> <p dir="ltr">As consumers, we rarely see more than the finished product of a marketing campaign, but it is the exposure to the research, planning and development that really helps define the success of the campaign.</p> <p dir="ltr">Don shared lots of ideas and insights into the back-end of the campaign, which are worth thinking about if you are planning on running any campaign-led activity.</p> <h3 dir="ltr">Speak to the people that know best </h3> <p dir="ltr">“Visitors want to live like locals.”</p> <p dir="ltr">This was something that Discover Los Angeles quickly decided, so the best way to understand what locals like about LA was to talk to them. </p> <p dir="ltr">A series of focus groups were organised with two different sets of people: tourists and locals.</p> <p dir="ltr">Discover LA spoke with tourists to understand what they thought about travel within California, where LA fitted into that and what the city is in competition with.</p> <p dir="ltr">More interestingly, Discover LA spoke with a large number of locals, helping it to understand what makes LA special and how it could get across an authentic LA experience.</p> <h3 dir="ltr">Position your brand offering</h3> <p dir="ltr">The focus groups revealed what locals felt were LA’s strengths, but this wasn’t where Discover Los Angeles stopped.</p> <p dir="ltr">It also spent considerable time reviewing the city's weaknesses, looking specifically at where Los Angeles couldn’t compete with other cities. </p> <p dir="ltr">Discover LA concluded that it can’t compete with Europe for history, and nor did it want to.</p> <p dir="ltr">Don shared with us a matrix that quickly summed up where LA could compete and where it would shine. </p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/6584/melbourne_presentation.jpg" alt="" width="850" height="445"></p> <h3 dir="ltr">Invest in content</h3> <p dir="ltr">Content is king - what a horrific cliché - but it isn’t wrong. </p> <p dir="ltr">Discover LA was aware of the importance of high quality content in its campaign activity.</p> <p dir="ltr">It invested in professionally produced video, dedicated landing pages and an interactive map with video content for every suburb that tourists may want to explore.</p> <p dir="ltr">This investment in content had huge organic, social and referral traffic implications, creating something that users really wanted to share with others.</p> <p dir="ltr">Not only was the production value of the TV advert high, but it also included a theme of diversity, allowing it to appeal and influence a much larger audience.</p> <p dir="ltr">This diversity was spread across geographical, cultural and ethnic groups – see if you can spot how they have integrated these into the video below:</p> <p dir="ltr"><iframe src="https://www.youtube.com/embed/0ANoaDCTlPA?wmode=transparent" width="560" height="315"></iframe></p> <p dir="ltr">One of the interesting things you’ll note is that the video doesn’t push what LA is famous for - things like the Hollywood sign and Disneyland.</p> <p dir="ltr">This was an intentional move, as LA offers so much more to the traveller.</p> <p dir="ltr">In addition to the video, the landing page also included six hugely different travel itineraries.</p> <p dir="ltr">These spanned across adventures for families to those for foodies, and even more impressively, each of these itineraries was categorised by time, allowing travellers to choose one which suited the amount of time they were likely to be in LA, be it a day or a week. </p> <p dir="ltr">While in the short term this was a large investment, it quickly proved its worth when spread over the media budget of the campaign.</p> <p dir="ltr">Without this focus on good content, media budget would simply have been wasted.</p> <h3 dir="ltr">Conclusion &amp; results</h3> <p dir="ltr">Measuring the success of a campaign of this size is by nature difficult, but Don was able to suggest that the campaign had a return on investment of 146:1.</p> <p dir="ltr">In monetary terms, it drove incremental spending of $648m for Los Angeles. </p> <p dir="ltr"><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/digital-trends-in-the-travel-and-hospitality-sector/"><em>Digital Trends in the Travel and Hospitality Sector</em></a></li> <li><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/"><em>10 examples of great travel marketing campaigns</em></a></li> <li><a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust/"><em>Five tourism websites guaranteed to give you wanderlust</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68009 2016-06-28T14:34:00+01:00 2016-06-28T14:34:00+01:00 It is the end of the beginning for digital. But is it the beginning of the end? Ashley Friedlein <p>Mark Ritson confirmed last year that <a href="https://www.marketingweek.com/2015/08/05/mark-ritson-the-death-of-digital-is-upon-us/">the death of digital was upon us</a> and duly <a href="http://www.marketingweek.com/2016/06/08/mark-ritson-eight-marketing-concepts-some-heavenly-some-hellish/">consigns digital marketing to hell in this great presentation</a> from Marketing Week Live. </p> <p>And yet. And yet.</p> <p>And yet the appetite for ‘digital’ is as rampant as ever. And yet the skills and roles in most acute demand are digital. And yet digital teams appear to be growing and subsuming others, not the other way round. </p> <p>The strange thing among all this is that the most sophisticated and long-in-the-tooth digital marketing types I know are the least excited by ‘digital’ the name, digital the badge, digital the rallying cry as a solution to all ills. Me included.</p> <p>What is exciting is business models, growth, creativity, change, culture, innovation, new markets, learning, data, agility, <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">customer experience</a>.</p> <p>Yes, a lot of those things are catalysed or enabled by ‘digital’ but they do not have to be digital, nor about technology.</p> <p><iframe src="https://www.youtube.com/embed/dBiy3N2nycs?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="560" height="315"></iframe></p> <p>These same digerati would rather ‘digital’ was not in their job title. They recognise that the term is somewhat meaningless, encourages silo-thinking and actually limits their own career progression.</p> <p>They also increasingly find themselves in the strange position of advising internally against over-zealous digital-ness. </p> <p>One senior digital exec at a global fashion brand I spoke with recently lamented “they’ve decided to put all their marketing spend into digital.</p> <blockquote> <p>They want to spend all the launch budget on a [hot-social-media-platform] campaign. Are they mad? How can I tell them to stop doing this crazy digital stuff I know won’t work when I’m the digital guy?</p> </blockquote> <p>So where does this leave us? </p> <p>I have some suggestions and would love your feedback and comments to see if we can actually agree on some things, as marketers, as an industry, so we do not need continued existential anguish around whether digital is dead or not.  </p> <p>Things I hope we can agree on:</p> <ul> <li>Digital marketing is tactical, not strategic. Digital marketing should play its part in supporting the marketing strategy which in turn supports the business strategy. </li> <li>Digital marketing is a sub-set of marketing. It is ‘just marketing’ but there are a number of specific disciplines (like <a href="https://econsultancy.com/reports/email-census/">email marketing</a>, search engine marketing, social media, digital analytics and optimisation etc.) which can legitimately be described as ‘digital marketing’. </li> <li>These disciplines will not die. Indeed, many will grow and new ones will emerge. Specialists in digital marketing will continue to be in demand as well as marketing generalists.</li> <li>To be a C-suite marketer it is not acceptable to be only ‘digital’ or only ‘traditional’. You must be customer-centric and media neutral (AKA ‘multichannel’).  </li> </ul> <p>A question I am still pondering: has marketing itself, as a function, changed? I believe it has.</p> <p>Specifically in a widened remit that encompasses ownership of the customer experience and thereby the product/service itself in some cases.</p> <p>This is especially evident in the ‘product marketing’ role common in tech businesses. There is also much more ‘content’ in marketing than ever before and more ‘sales’. </p> <p>After 20-ish years it feels like we have reached the end of the beginning for ‘digital’. But is this also the beginning of the end? Yes and no. Strategically, yes; tactically, no. </p> <p>And let us not underestimate the value of tactics.</p> <p>Tactics are about execution. Ancient Chinese military strategist Sun Tsu said “Strategy without tactics is the slowest route to victory, tactics without strategy is the noise before defeat.”</p> <p>We need the right marketing strategy to win, but we may well need digital marketing to get us to victory quicker.</p>